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INDEX
Sr.No.
Name of chapter
Page no
1. Introduction
2. Objectives of project
16
3. Company profile
18
4. Marketing mix
34
5. Research methodology
45
52
59
8. Conclusion
77
9. Bibliography
80
10.
84
Annexure
1.
Introduction
2. OTC Marketing:
The OTC stands for 'Over the Counter', which means the direct selling from the chemist
counter without any suggestion or the prescription of the physician. The drugs included major
in this category are the, Analgesics (Pain Killers) Antipyretic (For Fever.) Most of the patients
to save physicians fees do this type of treatment but it is ethically wrong because they don't
understands the MOA (Mechanism of Action) and also the side effects of that drug.
1) Physician:Physician is the person who prescribes the drug and is well aware of the medicinal value of
the product.
2) Retailers.:4
Retailer who makes availability of the prescribing product & also providing the guidance in
the proper selection of doctor and about molecule to promote in doctor chamber.
3) Distributors :Distributor makes the proper availability of stock from company for the proper distribution in
the territory chemist and helps in selection of area or town to be covered.
4) Patients :Patients these are the direct and end users of the products. So these are so important.
Company will provide the medicines at the most economical rates for patient' Conveniences.
Pharmaceutical Company
D
T
O
R
S
/
P
H
Y
E
R
product and doctors promise for product and taking order and give to the stockiest make
product available for the patient convenience is major duty of the medical.
Some of the techniques adopted by Pharma Company's are Steps of promotion of
pharmaceutical product.
Advertisment of the product in books, journals and magazines used by the physicians.
Participate in medical conference.
1) PHARMACY:
Pharmacy is defined as "The art of preparing and dispensing medicines and embodies the
knowledge and skill requisite to carry them out in practice."
2) DRUG:
According to WHO "A drug is any substance or products used or intended to be used to
modify or explore physoplogical system or pathological state for the benefits of the
recipient."
6
3) BULKDRUG:
"Bulk drugs are active or inactive ingredients used in the manufacture of finished dosages
drugs products".
4) COMPOUNDING:
Compounding is defined as "Produce a dosage form of drug other than that manipulation that
is provided for in the directions for use on the labelling of the approved drug product, for
example, the reconstitution of a sterile powder with sterile water for injection.
5) PHARMACIST:
The Person licensees and have operating in conformity and dispensing in response to a valid
prescription.
of the world there will be steady increase in demand for the pharmaceutical products.
In India per capital expenditure III drug is very low as compared to the international
standards. India as per capital expenditure of US$-3 against US$-4l2 in Japan and US$-222
in Germany and US#-91 in US. This is not very surprising considering the low literacy level
in India. With improvement in literacy level and health consciousness, the consumption of
pharmaceutical product is bound to increase.
In past 2005 scenario companies will enjoy the benefit for launching the specialized product
without fearing about the benefit for launching the specialized product. The need for the
specialized product is expected to increase with the changing demographic and disease
profile. This is due to increase in income level and changing lifestyle and improvement in
health infrastructure. The market or the companies will grow as they will enter that area to
wide extent. At present there exist wide disparity in terms of medication and health
infrastructure of the sectors. In urban areas nearly 26% of the population is yet to get the
maximum medical coverage to the extent of 67% in the rural sector, which forms 76% of the
population. Population is getting increased gradually, meaning immense potential for these
companies.
advertising, distributing broachers, regular visits by medical representative, gift and sample
distribution. An ethical drug first has to be approved and recommended by a physician and
then sold to the patient or consumer, through medical stores, non ethical or patented products
can be directly sold to the consumer through persuasive advertising through various media
such as newspaper, magazine, radio or TV.
It can be sold through point of sale advertising which means poster in the medical shop or
window displays, but the proportion of non ethical or patented products is hardly about 20%
of the total output of drugs and pharmaceutical products.
Hence an indirect method, a round about way of promotion and distribution has been adopted
in pharmaceutical marketing. It can be shown diagrammatically as given under.
1.CHART
Physician
or Doctors
Patient /
Medical
Direct
Executive
Chemist /
Retailer
It has been observed that about 15% to 20% products are sold directly to the
institutional customers such as hospitals, nursing homes, etc and above 80% sale is individual
customer on the basis of prescriptionn given to individual and submitted to the druggist.
Hence the primary and most important task for the medical representative is to pay sales calls
to the physicians. He is expected to pay sales calls of about 12 or more physicians everyday
about 25 days a month. He has to plan his sales calls carefully, for which he has to make a
tentative list of physicians in his history.
Company
Central Depot
Retailers
Patients
CHART NO.2
Production
Marketing
Executive
Executive
Sales
Finance
Executive
Executive
State Level
State Level
State Level
State level
1.Division
2.Division
3.Division
4.Division
Area manager
Area manager
Sale
Sale
Supervisor
MR
Supervisor
MR
MR
MR
MR
MR
CHART NO. 3
11
2.
OBJECTIVES
OF
PROJECT
12
Research Objectives:
Objectives of the Project entitled as Marketing Strategy adopted by
PANTHER HEALTH CARE PVT. LTD in Nagpur region is as follows:
To study the sales ranking of the various products of Companies as per ORG
IMS.
Scope of study:
The study is related with District. In the project work there is enumerate the customer
behaviour and the market scenario of the pharmaceutical products and also the factors the
marketing of the pharmaceuticals.
13
3.
Company profile
14
Company Profile
2A] History of company:
PANTHER HEALTH CARE PVT. LTD is ISO 9001 leading pharmaceutical company
having its registered office in Merut. PANTHER HEALTH CARE is a leading
pharmaceutical company of India ranked 7th in all over India and 4th in North India as per
ORG-IMS, & Prescription Audit, and March, 2006. As per Stockiest Secondary Audit March
2006, PANTHER HEALTH CARE ranked 13th position in India. PANTHER HEALTH
CARE has growth rate is 66% annually and in top 20 fastest growing companies PANTHER
HEALTH CARE ranked at 7th position as per ORG-IMS in all over India. Also according to
Prescription Audit (Medical Audit) Sep 2006 PANTHER HEALTH CARE ranked State wise
asNorth India: 07
East India: 16
West India: 04
South India : 21
The Company was launched in year '2005' with a goal to serve the suffering humanity and to
reach out even to those corners of the country where nobody had ventured before. From a
modest beginning in 2005, PANTHER HEALTH CARE was able to achieve, a turnover of
"550 corer" (latest achieving figures).
15
Spotlight
Giant steps from PANTHER HEALTH CARE
PANTHER HEALTH CARE PVT. LTD is one of the fastest growing domestic
pharmaceutical companies, making a strong impact on the Indian pharma scene for the past
decade since it came into existence.Sapna Dogra finds more
Impressive growth
The story of PANTHER HEALTH CARE PVT. LTD is one of inspiration, persistence and
perseverance. From a humble beginning in 2005 with a capital investment of about Rs 50
lakh, PANTHER HEALTH CARE was able to achieve a turnover of over Rs 2 crore in the
year 2005 from a modest Rs 3.5 crore in the year 2005. With a market share of about 1.75
percent of the Rs 3 crore domestic pharma
16
17
Driving force
The driving force behind this rising juggernaut is the Managing Director, AMAN KHAN,
whose vision and unrelenting perseverance has made PANTHER HEALTH CARE a force to
reckon with. In fact, his personal life is a source of inspiration to
many. A science graduate, Khan worked at Lupin as a Manager
before he set up his own outfit. Reminiscing, Khan says, PANTHER
AMAN KHAN
Managing Director
18
LIST OF PRODUCTS
Name of Product
Composition
BECLODERM CG
Composition
OINTMENT
0.025%w/w
1%w/w
0.1% w/w
BECLODERM N
Composition
OINTMENT
Beclomethasone
Dipropionate
I.P
0.025%w/w
Neomycin Sulphate
I.P
0.5% w/w
Ointment base. Qs
19
BECLOMET-GM
CREAM
Composition
Beclomethasone
Dipropionate
I.P.
0.025%w/w
0.1% w/w
2.0%w/w
Cream base..qs.
5
Betnomet Cream
Composition
Betamethasone Valerate
IP 0.1%w/w
In a Cream base..qs.
BETNOMET-N CREAM
Composition
Betamethasone Valerate I.P.
0.12%w/w
Neomycin Sulphate
0.5%w/w
I.P.
Cream base..qs.
20
ON FORM 28
Composition
Gentamicin Sulphate
I.P.
Eq to Gentamicin
0.1% w/w
0.01%w/w
Gentamicin Sulphate
Miconazole Nitrate
Fluocinolone Acetonide
a Cream base..qs.
Miconazole Nitrate
I.P.
2.0%w/w
Cream
Quadarm cream
Composition
Beclomethasone
Dipropionate
I.P
Sulphate
Gentamicin Sulphate
I.P.
Tolnaftate
as Gentamicin
0.1% w/w
Iodochlorhydroxyquinoline
Tolnaftate U.S..P
1.0% w/w
Chlorocresol
Beclomethasone
Dipropionate Gentamicin
caream
Chlorocresol I.P.
0.025% w/w
0.1% w/w
21
(as preservative)
in a cream base.
qs
ON FORM 25
DICLO gel
Composition
Diclofenac Diethylamonium salt 1.16%w/w
Eq to Diclofenac Sodium IP
In a gel base
Neodine Ointment
1.0%w/w
qs
Composition
Povidone Iodine
IP
5.0%w/w
(Available Iodine
0.5%w/w
qs
Povidone Iodine
Ointment
Burnil cream
Composition
Silver sulfadiazine
in a cream base.
USP
1.0%w/w
qs
Silversulphadiazine
22
cream
Name of Products
Composition
Spasnol
Dicyclomine
Hydrochloride &
Paracetamol Tablets
DP - Gesic
Diclofenac sodium
& Paracetamol Tablets
I.P
Paracetamol
500mg
I.P
Exipeients ..q.s
Each uncoated tablet contains
Diclofenac sodium
50mg
I.P
Paracetamol
325mg
I.P
Exipeients ..q.s
3
Pento-40
Pentoprazole Tablets
40mg
Libocet
Exipeients .. .q.s
Approved Colour use
Each film coated tablet contains
Levocetirizine Dihydrochloride
5mg
Levocetrizine
Dihydrochloride
I.P
Exipeients ..q.s
23
Tablets
Paramol
Paracetamol Tablets
I.P
500mg
PENCET
Cetirizine
Hydrochloride Tablets
PANOF-200
Paracetamol
500mg
I.P
Exipeients ..q.s
Each film coated tablet contains
Cetirizine Hydrochloride
10mg
I.P
Exipeients ..q.s
Each film coated tablet contains
Ofloxacin
200mg
Exipeients ..q.s
Color titanium dioxide
MEFSPAS
I.P
IP
Dicyclomine
Hydrochloride &
Mefenamic acid Tablets
Mefenamic acid
mg
IP
10.0
250.0
Exipeients ..q.s
Color : Tartrazine
24
Betasol
Betamethasone Tablets
IP
Dekasone
I.P
Exipeients ..QS
Color Erythrosine
I.P
Dexomethasone
Tablets IP
Calfit
I.P
Exipeients .q.s
Approved Colour use
Each film coated tablet contains
Calcium carbonate
1250mg
I.P
Eq to Calcium
500mg
Vitamin D3
250 IU
Exipeients ..q.s
Approved Colour use
25
26
27
S.N
o
Name of Products
Composition
Spansol Drops
Each ml contains
Dicyclomine &
Dimethicone drops
Dicyclomine
10mg
hydrochloride
IP
Simethicone
40mg
IP
Panof Suspension
IP
50mg
Panof-ORD Suspension
IP
Ofloxacin &
Ornidazole
Ornidazole susp.
50mg
IP
125mg
LEVNEXY Susp.
Levofloxacin
Hemihydrate
Eq to Levofloxacin
100mg
Flavoured syrupy base.qs
syrup
Cyproheptadine
Hydrochloride &
Tricoline citrate Syrup
IP
Cyproheptadine Hydrochloride
2mg
IP
(Anhydrous)
Tricoline citrate
275mg
Sorbitol 70% (Non Crystalline) .qs
Color : Caramel IP
Ptralka Syrup
28
PANBION-L Syrup
1.
(For Prophylactic use)
IP
Nicotinamide
15.0mg
IP
D-Panthenol
3.0mg
IP
Cyancobalamine
IP
29
1.0mcg
L-Lysine mono Hcl
50.0mg
USP
PANORANGE Syrup
Therepeutic use
IP
160mg
Folic acid
IP
0.5mg
Cyanocobalamine
IP
7.5mcg
AZY
Susp.
IP
As Azithromycin (Anhydrous)
50mg
Flavored syrupy base.qs
Color : Approved colour use
30
31
S.No
1.
BRAND NAME
Omeprazole Capsule IP
Panzole-20
COMPOSITION
Each Hard Gelatin Capsule Contains :
Omeprazole
IP
20mg
qs
IP
20mg
IP
10mg
Excipients
qs
Approved colours used in empty hard gelatin capsule shell
3.
IP
20mg
qs
Elemental Iron
Adenosylcobalamine
Panfer
100mg
IP
1.5mg
22.5mg
Adenosylcobalamine
100mcg
Excipients
qs
Tetracyline Hydrochloride
32
Capsule IP
Pantetra-250
Tetracyline Hydrochloride IP
250mg
Excipients
qs
Tetracyline Hydrochloride
Capsule IP
Pantetra-500
500mg
Excipients
qs
Chloramphenicol
Capsule IP
Panchloro-250
IP
250mg
Excipients
qs
Chloramphenicol
Capsule IP
Panchloro-500
IP
500mg
Excipients
qs
Loperamide Hydrochloride
Capsule IP
Loperapan
2.0mg
Excipients
qs
40mg
IP
30mg
qs
The company has outperformed the growth of the Pharma industry in India by growing at the
33
rate of more than 66% year after year and ranking among the top 10 most aggressive in new
launches Pharma companies in India (ORG - IMS, March 2005). From a field force of 53 in
2005, today the total strength has reached to 2600 Medical Representatives and Managers
working in almost all parts of the country.
The company has well defined processes of Production, Quality control, Distribution,
Marketing, Training and Human Resource Development. PANTHER HEALTH CARE has a
very strong market presence in Antibiotics, Antifungals, Gastrointestinals, NSAIDs,
Anthelmintics and Erectile Dysfunction categories with many brands ranked no. I such per
(ORG-IMS, Retail Audit 2005). PANTHER HEALTH CARE says their strength lies in our
people.
To meet the increased demand of the products PANTHER HEALTH CARE is setting up a
state of the art Inject able manufacturing unit and a world class R & D centre in Paonta Sahib
(H.P). The company has already purchased 60,000 Sq. mts. Land and shall be investing Rs. 1
crore to set up the facilities which shall be operational by Oct' 2006.
The manufacturing unit in Paonta Sahib shall enjoy the benefits of excise exemption. Another
unit under the banner of PHARMA FORCE having capsule and tablet manufacturing
facilities, shall be operational in Paonta Sahib by June' 2005.
breadth of India. Our products are available across the country. Including the remote pockets
serviced by 33 C & F agents & a comprehensive network of 3500 stockiest (Latest figure).
Marketing Strategies:
The strategies define general approaches you will take to meet your objective. To be most
effective, marketing strategies should be integrated into marketing plan (which in turn should
be part of the business plan). By integrating strategies into overall company plans, better
business objectives can be achieved. Marketing strategies are the result of a meticulous
market analysis.
Marketing strategies adopted by PANTHER HEALTH CARE PVT. LTD. PANTHER
HEALTH CARE PVT. LTD is leading pharmaceutical company having a range of product
used as medicine. The company has the sound marketing strategy, which has helped the
company to prosper. Since Pharma marketing is indirect marketing, company has developed
strategy to sustain and to prosper in the market.
The main features / characteristics company's marketing strategy mainly includes35
1.
Company has framed the strategy keeping III core the prescribers.
2.
Company has also framed strategy keeping III mind the retailers also.
3.
Company has developed strategy keeping in view the Sales force that is the important
weapon of the company.
4.
Company has given prime importance to the patient I.e. direct customer by making
economy in the product.
Conduction survey.
Sampling
Regular follow-ups
Sponsorships.
36
To check the existence of the competitor product & if exist what is the
For example :
The drugs used in treatment of hyperacidity are categorized & Proton pumps inhibitors
and is positioned and promoted to the Gastroenterologist mainly, who are specialist in the
treatment of ulcer of stomach or intestine.
After conducting the survey and determining the potentiality of the doctors, the next step
is to meet the doctor personally and detail him the quality and benefits of the product."
PANTHER HEALTH CARE PVT. LTD always believe in Productive call."
Company appointed medical representative who perform this job by means of a visual
37
aid does the detailing of product to the doctors. Visual aid is a printed material, which
visualizes the USP's (Unique selling point of the product) and important aspects of the
product.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skillfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow up.
As the name suggest the Visual aid helps to emphasis the benefits of the product visually.
Company always tries to use the visual aid, which will magnify the benefits and USP,s of the
product effectively.
Sampling is a free distribution of the product to the doctor, so that he can ensure result of the
products. Sampling is done to the physician and to the doctors through the M.R. so that the
doctor can give the product to the patients and ensure the result of the product in the Patient.
The sampling policy of Company is quite specific.
This is another important marketing tool, which the company is using tactfully & skillfully.
Regular follow-ups means doing something special or unique which will make the doctor to
remind the product or conducting the activity that will continuously hammer the product in
the doctor's mind.
38
Regular follow-up mainly include sending a reminder card to the doctors, requesting the
doctor to prescribe the product. Sending reminder cards also include drafting & sending a
thanks-giving note to the doctor for extending their prescription support to the doctor.
Company always give emphasis on importance of regular follow-up. The company have
made it mandatory that, each and every medical representative should send reminder cards to
the doctors. For the doctors located at distance, Company asked the M.R. to send postcards
regularly that too hand written.
As the mission indicates company's aim IS to serve humanity. Supplying informative
literature is apart of it. Informative literature is supplied to the doctors; physician. The
purpose behind supplying literature is to make the doctor's aware about the medicinal value
of the product. Informative literature is very important tool in launching of a new product, as
the product is new it is necessary to supply the informative literature with specific and valid
references, so that the doctor is convinced about the product and its benefits. Sometimes
literature is also provided with the aim of crating health aware Company use effectively both
type of literature.
This activity is carried out by the company to meet with mission of company. Company also
arranges regular heath check-up camps are organized by company. Such type of camps serves
dual purpose for the company.
By organizing such camps company shows that they aim of creating health aware. At the
same time through such camps company promote their products to doc. Recently company
organized a BMD camp (bone Mineral Density Test Camp) with aim of determining the bone
calcium level and to promote their product "Calcikind".
Once the product is promoted to the doctor and regular follow-up is given the corn ask their
medical representative to categorize the doctors on the basis of the prescribe support per
month.
Prescription Support is valued in terms of money value, accordingly the doctor
categorize as :
* Most, important doctors (M.LP.), generating prescription-has rupees value
5000-10000 per month.
39
In today's world medication is becoming costlier and people are looking towards economy in
medication. PANTHER HEALTH CARE has very well understood this human psychology
and has skilfully developed strategy to use this psychology for marketing purpose.
PANTHER HEALTH CARE selling their product at the price economic to the patient
purpose behind adoption of such strategy is to create liking in the mind of the prescribers /
doctors & to create a long-term prescription support from the medicinal professionals.
Another reason behind selling product at economic price is to influence the prescription
behaviour of the prescribers / doctors.
Chemist is also an important pillar in pharmaceutical marketing. All the efforts are in vain, if
the doctors prescribe the product but it is not available with the chemist. PANTHER
HEALTH CARE has understand the importance of the chemist have in pharmaceutical
marketing and has developed separate strategy keeping in core the chemist.
*
41
4.
MARKETING MIX
42
What is Marketing?
The term marketing has changed and evolved over a period of time, today marketing
is based around providing continual benefits to the customer, these benefits will be provided
and a transactional exchange will take place.
The Chartered Institute of Marketing define marketing as The management process
responsible for identifying , anticipating and satisfying customer requirements
profitability
If we look at this definition in more detail Marketing is a management responsibility and
should not be solely left to junior members of staff. Marketing requires co-ordination,
planning, implementation of campaigns and a competent manager(s) with the appropriate
skills to ensure success.
Marketing objectives, goals and targets have to be monitored and met, competitor strategies
analysed, anticipated and exceeded. Through effective use of market and marketing research
an organisation should be able to identify the needs and wants of the customer and try to
delivers benefits that will enhance or add to the customers lifestyle, while at the same time
ensuring that the satisfaction of these needs results in a healthy turnover for the organisation.
Philip Kotler defines marketing as satisfying needs and wants through an exchange
process
Within this exchange transaction customers will only exchange what they value
(money) if they feel that their needs are being fully satisfied, clearly the greater the benefit
provided the higher transactional value an organisation can charge.
P.Tailor of www.learnmarketing.net suggests that 'Marketing is not about providing
products or services it is essentially about providing changing benefits to the changing
needs and demands of the customer (P.Tailor 7/00)'
43
Marketing is a social and managerial function that attempts to create, expand and maintain a
collection of customer. A market - focused, or customer focused, organization first determines
what its potential customer desires, and then builds the product or services. Marketing theory
and practice is justified on the belief that the customer uses a product/ service has a perceived
benefit.
Marketing touches everyone's life. The American Marketing association defines marketing as
"the process of planning and executing the conception, pricing, promotion and distribution of
the ideas, goods and services to create exchanges that satisfies individual and organizational
objectives. Paul Mazur defined marketing as the creation and delivery of a standard of living
to society. Marketing is a compressive term and includes all resources and a set of activities
necessary to direct and facilitate the flow of goods from the producer to the consumer in the
process of distribution
develop a market niche that has customers who are accessible, that is growing fast enough,
and that is not owned by one established vendor already.
Etymology
The term "niche" (pronounced nich, nsh, or nish) was first used by ecologists to
describe a species' position and use of resources within its environment. When used in
business the term implies a situation or an activity perfectly suited to a person or a given type
of personality. This concept has been extended from persons to products on the market.
Whereas a niche in the strict sense can be a working position or an area suited to a person
who occupies it, the market niche is perfectly suited for a product of human labour.
Marketing Mix
The Marketing Mix. is a term used to describe the combination of tactics used
by a business to achieve its objectives by marketing its products or services effectively to a
particular target customer group. It is also referred to as the .4 Ps. . Product, Price, Promotion
and Place, or the .7 Ps. . the 4 Ps with the addition of People, Process and Physical Evidence.
45
Why it is important?
Businesses need to make sure they are marketing .
_ The right product to
_ The right person at
_ The right price in
_ The right place and at
_ The right time
For example, if you manufacture pens, and have decided to target schoolchildren, it would be
more appropriate to market .
_ Coloured ballpoint pens (product)
_ At a low price (price)
_ Selling them through newsagents and stationers (place)
_ And promoting them through point of sale material (promotion) than it would be to market .
_ Gold fountain pens (product)
_ At a high price, including insurance against loss (price)
_ Selling them through specialist outlets and jewellery stores (place)
_ And promoting them in glossy magazines and Sunday Supplements (promotion)
46
Product
Marketing is about identifying, anticipating and satisfying customer needs. You
need to be sure that your products and services continue to meet your customers. needs.
1. Carry out simple research by asking your customers .
_ What they think of each product/service
_ How satisfied are they with the quality
_ How satisfied are they with any support services you may provide
_ How effective it is in meeting their needs
_ How they see their needs changing in the short and long term future
2. Carry out step 1 for each product or service you offer
3. Have a system for collecting and analysing feedback from your customers so that ideas are
fed into a new product development process that is ongoing.
47
4. Ask yourself what stage of the product life cycle your products or services have reached.
The .product life cycle. is one way of looking at how the marketing mix links together.
Products are said to go through stages . an introductory stage, a growth stage, a mature stage
and a decline stage. At each stage a slightly different mix is appropriate .
5. Analyse the profitability of each product/service you offer. For more information on
calculating this, take a look at the 10-minute 80/20 Rule. Which products/services make the
biggest contribution or provide the highest profitability? What support services do you offer
with each
product? Could it be improved, adding value with little cost?
Place
Place is the means of distribution you select depending on the type of product or service you
are marketing.
Your choice will impact on your pricing and your promotion decisions.
1. Are the customers for your products and services consumers or businesses? If they are
consumers you will have three main options .
48
_ Selling to wholesalers who will sell to retail outlets who will sell on to the consumer
_ Selling direct to retail outlets
_ Selling direct to the customer
If your customers are businesses you will probably sell to them direct through your own sales
force.
2. If you sell through wholesalers and retailers, remember when you price your products that
they will each want their own mark-up to cover their overheads. You will also need to
promote your products and services to all members of the channel. Wholesalers and retailers
will have to be persuaded to stock your product and end customers to buy them.
3. If you are selling to businesses you will have to cover the cost of a sales force. This can be
an expensive overhead and will again impact on your pricing.
Price
Price generates profit so is an important element of the mix. You need to consider 1. What your target group of customers will be prepared to pay for your product or service. It
is
important not to set the price too low as customers may think there is something wrong with
the product. Equally, if you set the price too high, customers may think that it is too
expensive for the benefits offered. Think about how you have positioned. your product in
terms of quality. This will help you to assess how to price it.
2. What it costs you to produce it. This will show you what you need to charge and not what
you could or should charge. However, if you do not calculate what it costs you to produce
your product correctly, the more you sell, the more you will lose. Don.t forget to make an
allocation for costs such as selling which are usually treated as fixed.
49
3. What your competitors charge. Look at your competitors. web sites, or simply phone them
and ask for a price list or quotation.
Promotion
The promotional mix is made up of 5 elements:
_ advertising
_ sales promotion
_ public relations
_ direct marketing
_ personal selling
The combination of tools you use depends on the budget you make available,
the message you wish to communicate and the group of customers you are targeting. To find
out more about developing a promotional mix as part of your wider marketing mix, take a
look at the 10-minute
50
51
52
KALORIE
ONE
KALORIE ONE
KALORIE ONE
53
5.
REASEARCH
METHODOLOGY
54
Research Methodology:
Research is common parlance refers to a search for knowledge. Research can define as a
scientific and systematic research on a specific topic. In fact, research is an art of scientific
investigation. The dictionary meaning of research is as "a careful investigation or inquiry
especially through search for the new facts in any branch of knowledge. Some consider
research as movement, a movement from known to unknown. Research may be defined as a
systematic and objective analysis and recording of controlled observations that may lead to
the development of generalization of principles or theories resulting in prediction and
possibly ultimate control of events.
Methodology is often used in a narrow sense to refer to methods, technology or tools
employed for the collection of data as well assist processing. This is also used come times to
designate data collected to arrive at the conclusion. It provides answers to some of the major
question while research like what must be done, how it will be done, what data will be
needed, what data gathering devices will be employed, now sources of data will be analyzed
to arrive at the conclusion.
Research objectives
2.
Research Methodology
3.
Limitations.
55
To study the sales ranking of the various products of Companies as per ORG
IMS.
Exploration
ii)
Descriptive
iii)
Diagnosis
56
iv)
Experimentation
A flexible research design provides opportunity for considering many different aspects of a
problem considering appropriate. The purpose of the research study is of the Descriptive type
i.e. the complete random selection of the sample from the universe.
Descriptive study can be done with help of quantitative research. If descriptive information is
needed then a quantitative study is likely to the needed. The choice of data collection
techniques for this study includes. Descriptive study is likely can be done with help of
quantitative research.
57
Observation
Experimentation
Survey
2)
3)
3.E] Research Methodology Adopted:The Research Methodology adopted III the project IS purposive where information collected
& utilized to study the marketing strategy adopted by PANTHER HEALTH CARE PVT.
LTD. The Research Methodology adopted include following steps.
a)
Sampling.
b)
Data collection.
c)
3Ea Sampling:
58
Sampling is a tool, which helps to know the characteristic of the universe of population by
examine only a small part of it. the sampling done in this project is deliberate sampling where
Nagpur market selected deliberately to check the effective launching of the medicinal product
and the Response to the product after launching. An integral component of a research design
is the sampling plan specifically, it address two questions.
Sampling is also called as Random sampling" Or 'Chance sampling". Sampling design
represent terms of the universe & has equal chance or probability of being same choosers.
The selection of the items is independent of the person making the study that is the sampling
operation is control objectively so that items will be chosen strictly at random probability.
100 Numbers
From City
15 Numbers
From Rural
85 Numbers
Chemist
50 Numbers
From City
15 Numbers
From Rural
35 Numbers
The study of the entire universe will be impossible on the account of limitation of time and
money. Hence sampling becomes inevitable. A sample is only a portion of the universe of
population. According to YULE, a famous statistician "the object of sampling is to get
maximum information about the parent population with minimum effort." properly done
sampling produce representative data of the entire population.
59
Primary source of the data refer to the data collected directly from the market place, traders.
The data collected from the primary source is most reliable and helps to overcome the
limitation of the secondary data. Primary data involves direct collection of the data by direct
interaction.
3 F] Limitations:
1)
Any statistical technique employed has some inherent assumption, which mayor may
not distort the references.
2)
Analysis is made on the information provided by the Retailer and Doctors, & Medical
representative
3)
Doctors were unable to give the exact preferred product as there is a different
medicine for the different diseases and it varies patient to patient
4)
5)
S.N
o
Name of
Equipments
Machine
Qty.
Make
UV-Visible
Spectrophotomet
er
QCD/UVVISIBLE/001
1No
s.
HPLC
QCD/HPLC/037
1No
s.
SHIMADZU LC20AD
PH-METER
QCD/PHM/002
1No
s.
SYSTRONICS
Code
JASCO JAPAN
MODEL-V-630
MODEL 335
KARL- FISCHER
QCD/KF/004
1No
s.
VEEGO / MATIC1
POLARIMETER
QCD/PLM/005
1No
s.
MULTITECH
MELTING POINT
QCD/MP/006
1No
s.
VEEGO
VMP -D
BULK-DENSITY
QCD/BL/007
1No
s.
MULTITECH
FRIABILITY APP.
QCD/FBT/008
1No
s.
VEEGO
DISINTRIGATION
APP.
QCD/DTS/009
10
BALANCE
QCD/WGB/010
1No
s.
METLER
11
HARDNESS
TESTER
QCD/HAD/011
1No
s.
ADVANCE
12
CENTRIFUGE
QCD/CNT/012
1No
MULTITECH
VEEGO
61
APP
s.
13
MAGNETIC
STIRRER
1No
s.
MULTITECH
14
UV CABINET
QCD/UV/014
1No
s.
MULTITECH
15
STABILITY
CHAMBER
QCD/STBA/015
1No
s.
MULTITECH
16
STABILITY
CHAMBER
QCD/STBB/016
1No
s.
MULTITECH
17
DISSOLUTION
APP.
QCD/DST/017
1No
s.
18
OVEN
QCD/OVN/017
1No
s.
MULTITECH
19
REFRECTOMETE
R
QCD/RF/018
1No
s.
MULTITECH
20
WATER BATH
QCD/WB/019
1No
s.
MULTITECH
21
MUFELE
FURNACE
QCD/MF/020
1No
s.
MULTITECH
22
HOT PLATE
QCD/HOT/021
1No
s.
MULTITECH
23
HEATING
MENTAL
QCD/HM/022
1No
s.
MULTITECH
62
MICROBIOLOGICAL SECTION
63
S.N
o
Name of
Equipments
Machine
Qty
.
Make
24
Antibiotic Zone
reader
QCD/AZR/023
MULTITECH
25
Auto clave
QCD/AC/024
MULTITECH
26
Colony counter
with magnifier
QCD/CCM/025
MULTITECH
27
B.O.D. Incubator
QCD/BOD/026
MULTITECH
28
Laminar flow,
bench type
QCD/LF/027
MULTITECH
29
Membrane
filtration
QCD/BF/028
MULTITECH
30
Micro balance /
Analytical
balance
QCD/WGB2/029
MULTITECH
31
Micro scope
QCD/MS/030
MULTITECH
32
Refrigerator
QCD/RFG/031
MULTITECH
Code
33
S.no
.
Name of
machine
Machin
e code
Qty
Make
Capacity
64
Digital weighting
balance
WDB-01
01
Weight tech
equipment New Delhi
150kg X10gms
S.S.tank with
jaket stirrer
JK-01
01
Amar Engineering
works, New Delhi
1500 ltr
JK-02
01
,,
100 ltr
SST-01
02
,,
2000 ltr
S.S. tank
L-05
02
,,
1000ltr
S.S.tank
L-06
02
,,
500 ltr
S.S.tank
L-03
01
,,
294 ltr
S.S.tank
L-02
01
,,
300 ltr
S.S.tank
L-01
01
,,
100 ltr
10
Stirrer
S.R-01
01
,,
11
Filter Press
FP-01
02
,,
12
Colloidal mill
CM-01
01
,,
5 MP
13
MRW
MM-96
01
National Pharma
Machinery
100ML
Ahmedabad
Turn Table 36
,,
01
,,
NAIF150
01
,,
Liquid Bottle
filling machine
,,
01
,,
,,
01
,,
NARCS150
01
,,
Online bottle
inspection table
six seated
,,
01
,,
,,
01
,,
5000
bottle/Hrs.
150 ltr
65
14.
NHL-150
01
,,
Packing conveyor
belt with PVC
,,
01
,,
Liquid filling
Machine manual 2
head
LM-01
01
National Pharma
Machinery Ahmadabad
100 ml
1000bottle/hrs.
Name of
Equipments
Machine
Digital weighing
balance
PHCO-01
S.S. Table
PHCO-02
Qty.
Make
Code
New Delhi
1
Vibro Sifter
PHCO-03
Planetary Mixer
PHCO-04
Emulsifier
PHCO-05
New Delhi
6
Wax phase
vessel
PHCO-06
Water phase
vessel
PHCO-07
S.S Storage
Tank
PHCO-08
Vacuum Pump
PHCO-09
10
Transfer Pump
PHCO-10
11
Metering Pump
PHCO-11
12
Plate Form
PHCO-12
Local
13
Tube
Filling/Sealing
Machine
PHCO-13
Kovai
14
Packing
Conveyer Belt
PHCO-14
Kovai
S.N
O.
Name of Equipments
Machine
Code
Qty.
Make
Capacity
1.
Generator set
GSUD-001
1Nos.
LEy Land
100 kw
2.
Generator set
GSUD001A
1Nos.
kirloskar
20 kw
3.
RMUD-002
1Nos.
Neomax
2000 ltr.
67
U.V
4.
RSUD-003
1Nos.
S.S Tank
1500
ltr.
5.
Air Compressor
ACUD-004
1Nos.
Elgi
44.1CFM
EPUD-005
1Nos.
..
250 KVA
6.
S.N
O.
Name of Equipments
Machine
Code
Qty.
Make
1.
Cone Blender
CA-001
1Nos.
Amar
2.
CA-002
1Nos.
Cap Fill
{Double loader}
3.
Polishing Machine
CA-003
1Nos.
Pharma
Chem
4.
Sifter
CA-004
1Nos.
Vijay
68
6.
DATA ANALYSIS
AND
INTERPRETATION
69
GP
50%
PAED
20%
CARDO
GYNC
OTHER
10%
15%
5%
GYNC Gynaecologist
CARDO - Cardiologist -
Analysis:
From the above graph it shows that the G.P. Doctors having major
70
involvement in the categorisation of the doctors. The survey was limited to sample
size 100 doctors only.
71
GP
40%
PAED
20%
CARDO
10%
GYNC
25%
OTHER
5%
Analysis:
In the prescription generation by Drs per day, the G.P. generated more
prescriptions per day as he treats all types of patients than the other specialist
person.
Chart-3
In this part of survey, how the Doctors get introduced to the product
was determined.
The following survey is expressed in the below graph.
72
Source of
introduction
%(perc.)
MR
75%
Drug index
Book
10%
ADV
10%
Other
source
5%
Analysis:
In this graph, it is observed that the majority of the Doctor come to
know about the product from the MR.
Chart-4
Here the Doctors method of prescription generation was surveyed,
where survey was conducted to find out whether Doctors prescribe medicines
by Brand Name, Generic Name, or by contents. The findings of the survey are
expressed in the above graph.
73
Brand Name
90%
Generic Name
3%
Contents
7%
Analysis
In this graph it is cleared that majority of doctors prescribed the product by
Brand Name.
Chemist Survey
Introduction of products to Chemist:
Chart-l
Chemist survey was conducted to determine the influence of the chemist buying behavior of
74
the product and the influence of the company's strategy on the chemist buying behavior. In
this survey, how chemist gets aware of the medicinal product was determined. The finding of
the survey is expressed in the above pie-chart.
Analysis:
From the pie chart it is clear that most of the Chemist get aware of the product through
Medical Representative appointed by the company.
75
Analysis:
From the Pie-chart it is clear that, chemist like to keep product, which is
prescribed by the Doctors.
76
7.
RECOMMENDATION
OF
THE STUDY
Apart from providing literature and magazines and gift to the doctor, a meeting of the
77
doctor with the company's management personnel's & should organized Conference
or special meeting with particular doctors where modem and new technique of the
drug, mode of action of the drug, therapeutic use of the drug, dose of the drug, and
side effect of the drug can be explained.
Optimizing the condition of medical check up and health check up champ should be
organized by the company to promote there medicines through the doctor. This is the
best way to promote a company's medicines and build good relation with the doctors.
Also arranging the Blood Sugar camp and other to introduced the chronic segment
product in the consultants chamber.
In literature and pamphlets use of drugs, dose, contents and contraindication should
mention these are distributed to the doctor as well as the chemist. Free treatment and
information should be provided when new drug launch in to the market it is use for
availability of the product in market as well as to extend the sale of the product.
Company may arrange the industrial tour for some special doctors to show the
company & also the manufacturing units to make up companies image in the doctors
mind if there any confusion regarding product quality.
When company launch a new drug then company must provided a reference book to
the Doctor is necessary. Sampling of the product should be specific and proper way to
the doctor is necessary.
78
8.
CONCLUSION
79
Conclusion.
After the detail analysis of primary and secondary data following conclusions are
drawn:-
Company Reputation
Contents of Product
Quality of Product
Price of Product
take action on this matter by introducing the R&D dept along with their
manufacturing units.
PANTHER HEALTH CARE provides the world class ALU-ALU packing that
kept the medicine very safe and having no effect on the medicines by the
external atmosphere.
81
9.
BIBLIOGRAPHY
82
BIBLIOGRAPHY
Books
1)
Marketing
Author
Publication
V.S.Ramaswami
Prentice Hall
Management
2)
3)
Marketing
Philips
Management
Kotler
Research
Methodology
4.
Of India
New Age
International
Publications.
C.R.Kothari
SITE ADDRESS
83
UTTRAKHAND
Email: pantherhealthcare1@gmail.co m
Phone No. 01332-26010
Mob. No
8791111450
(2) Mr. Sanjeev Jain
Mob. No
5.
09267001122
TABLETS
:- Coated & Uncoated .
CAPSULES :- Hard Gelatin
C.
6.
DESCRIPTION OF SITE
6.1.
6.2.
84
6.3
The constructed area is 21,000 sq.fts and rest open areas are for
plantation, lawn & general activities.
6.3.
85
10.
ANNEXURE
86
Dear Respondent.
I am Manu Jain the researcher of this project studying in BBA III year DAIMSR Nagpur. For
fulfillment of my Degree of Bachelor Business Administration I have take "Niche
Marketing Policies Adopted By PANTHER HEALTH CARE PVT. LTD Specially in
Nagpur Region".
Specialization in Marketing Particular study in "Nagpur Region". As you are the people of
Medical Fraternity, you are more knowledgeable than common people in this field, for that I
need very seconds along with your valuable opinion on the above Questionnaire. (Tick
appropriate option of your choice Or please write in other specifically on your mark) I
promise your information remain confidential and use only for my project purpose.
Thanking you
Yours Faithfully
Mr. MANU JAIN
Researcher
87
Questionnaire
Questioner involve in to two categories
1)
2)
Through MR
Through Advertisement
Other source
2)
How do you remember the brand names of medicines, as then are so many players in
market?
Gifts given by MR
Continuous Fallow up
AnyOther
3)
By generic Name
By contents
4)
Accept always
5)
6)
Very Important
Important
Average
Not much
What are the parameters you consider III medicines before prescribing?
Company's reputations
Relation with MR
Quality of products
89
From MR
Other source
From Distributor
2)
3)
90